In terms of phones, it unveiled the Lumia 950 and 950XL with starting prices of $549 (£360) and $649 respectively when they go on sale in November. The company also introduced the lower-range Lumia 550, costing $139 when it becomes available in December.

Microsoft fans can buy the Surface Pro 4 tablet, which is larger but thinner and lighter than the old model, at a starting price of $899 from the 26th October.

And the Microsoft Band 2, which lets users to monitor their fitness and exercise regime, will be priced at $249 when it becomes available at the end of this month.